FGIW creates Guinness World Record

Future Generali India, the insurance joint venture between India's Future Group and Generali of Italy, has set a new Guinness World Record with its initiative - Future Generali Insurance Week (FGIW). FGIW was observed between January 29 - February 6 that was conducted across 103 Future Group retail outlets across the country and over 190 Future Generali branches.

FGIW marked its successful culmination by gaining entry to the Guinness Book of World Records for the longest balloon chain in the world.

This 20 km. long chain formed by balloons signed by people, who committed to getting adequately insured and thereby ensuring the security of their loved ones, through the FGIW.

Balloons collected till the end of the FGIW campaign were filled to form the longest balloon chain in the world, earning Future Generali and Big Bazaar, a place in the book of world records.

“The fact that we rank a lowly 12th In Asia is alarming, considering that we are amongst the fastest growing economies. With such a sad state of affairs, the so called young India we celebrate and talk about will probably be a middle aged/old India just 15 to 20 years down the line, with little or no Insurance,” said a company spokesperson.

All through the Future Generali Insurance Week (FGIW), customers and prospects at 103 Big Bazaar outlets & over 190 Future Generali branch offices across the country were engaged to sign a white balloon as a symbol of their pledging to ensure the protection of their loved ones with adequate Insurance.

By the end of the week, Future Generali has received over ten lakh signed balloons, displaying a tremendous response from people across age groups.

http://www.indiablooms.com/BusinessDetailsPage/businessDetails090211g.php



'Insurance Week Mein Sign Karo, Mukti Paao!'

The campaign, launched with the tagline 'Insurance Week Mein Sign Karo, Mukti Paao!', asked consumers to sign the white balloon, signifying 'mukti' or peace of mind.

Future Generali, the insurance joint venture between the Future Group of India and the Generali Group of Italy, launched a unique promotional initiative - Sign Karo Mukti Paao - aimed at attracting new customers.  The insight behind the campaign was the low penetration of insurance in India. As per the data provided by Future Generali, insurance penetration in the country is only 4.6 per cent in life insurance and 0.61 per cent in non-life insurance.

With this insight, the company rolled a television-led campaign to break the procrastination barrier in insurance planning. The insight behind the whole initiative was to talk to the 'Karta' (doer) of the family about the importance of insuring himself.

The TVCs, conceptualised by Ogilvy India, feature a 'Karta' (Mr Shrivastava), who has not done his duty of taking an insurance and is not at peace even after he dies. "We wanted to do it in a way that delivers the message without losing the edge, but in a manner light-hearted enough for the consumers to accept it," says Abraham Alapatt, head, brand and corporate communications, Future Generali India Insurance.

To associate an action with the message, the company launched an on-ground activity called the Insurance Week (during January 29-February 6) to ensure accessibility to end consumers. For this initiative, the company tied up with Future Group's large format retail store, Big Bazaar, in order to standardise delivery and maximise reach. The on-ground activation was managed by Grey's activation arm, G2rams.

Future Generali India Insurance has spent about Rs 8 crore on ATL (above-the-line) promotion and Rs 1 crore on BTL (below-the-line) activities.

"Being the 19th player in a 24-player market, you clearly have to grapple with the issue of market share in a small segment in terms of penetration of the category. So, I think the battle is for the market to expand, which will make it easier for the new players to break ground. The existing customer will not necessarily go to the new players and buy new policies. So, if we have to acquire new customers, we have to create new customers," says Alapatt.

The campaign, which was launched with the tagline 'Insurance Week Mein Sign Karo, Mukti Paao!', asked consumers to sign the white balloon - signifying 'mukti' or peace of mind - and take a pledge to re-evaluate their insurance covers.

The company reached out to more than 100 Big Bazaar outlets in about 57 cities and collected more than 10 lakh signatures on balloons and pledge cards.

It plans to celebrate this period every year as the Insurance Week. "As it is, this period sees a surge in insurance. So, instead of reinventing the wheel, we want to go at a time when they are looking for it," adds Alapatt.

The January-March quarter is a very lucrative period for insurance providers, which is evident from the spends during this time. In the last quarter of the financial year, most insurance companies spend 40-70 per cent of their total ad budgets.

Courtesy-afaqs.com

http://www.afaqs.com/news/story.html?sid=29633_Future+Generali:+Offering+peace